Advertising Age

Want a tour of your local Chick-fil-A's kitchen before you buy their new wrap?

As part of a transparency push, Chick-fil-A will offer instant behind-the-counter tours to anyone who wants them, in addition to overhauling its salads and chicken wrap in the hopes that the new items will be perceived as healthier.

That Chick-fil-A is offering tours at its 1,700 locations is a first for a national chain, but whether many customers will care enough to ask for one -- or whether it's feasible during peak hours -- is another story. "It's a nice warm fuzzy, but the challenge is, how are they going to do this if they're in the middle of a hugely busy lunch or dinner hour? People want in and out fast," said Joel Cohen, a restaurant-marketing consultant. "There isn't that much to see, versus a casual-dining restaurant where there's a full kitchen."